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October SMB Ad Hoc Emails

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Week number

Hypothesis

Split Ratio

Exact Testing Variables or Content Direction

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Send Date

Notes

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Subject Line (32 chars) / Preview Text (65 chars)

Hero Imagery

Headline (50 chars)

Subheadline (100 chars)

CTA Button 1

Secondary Headline

Body

Secondary Imagery

CTA Button 2 (if necessary)

Dual Eligible Sponsorship Adhoc

Anecdotally we know sending from a person, specifically a woman, can improve open rates. Making this change will hopefully improve our typical ORs

50/50 - This group needs to be the same between both DE sponsorship sends in the week

RESEND SAME VERSION FROM 10/24 End of year prep messaging

From name:

A: Nicolette at Nextdoor <neighborhood-sponsorships@nextdoor.com>

B: Nextdoor

<neighborhood-sponsorships@nextdoor.com>

Stat: 55% of homeowners plan to begin or continue projects this winter.

@Khayla Robinson

⁠

new infographic fyi

Source:

State Of Remodeling: Home Improvement Stats You Need To Know For 2021

⁠

[Hatch]

Content direction: Use a sponsorship to reach those neighbors with:

ZIP code level targeting to get in front of the right neighbors prepping their homes for the winter.

Use a Tips and Advice ad to offer your expertise on areas around the home to focus on

Post a poll to get engagement going and find out where neighbors are focusing their home improvement efforts

Claimed Local Businesses

10/24/2021

Neighbors need {{business name/default:you}} for winter projects / Get in front of {{city name/default:local}} homeowners today

Neighbors in {{city name/default:your area}} need you for winter projects / Target ZIPs you want to reach this season

Help {{city name/default:local}} homeowners with winter projects / They’re looking for {{business name/default:you}}

Is {{business name/default:your business}} prepared for winter business? / What {{city name/default:local}} homeowners are looking for

Infographic: 55% of homeowners plan to begin or continue projects this winter.

Is {{business name/default:your business}} top-of-mind for neighbors right now?

Be the {{vertical category/default:business}} neighbors call on for their next project

Stay in front of the neighborhoods you want to reach with a Sponsorship this season.

Search ZIPs to sponsor

With homeowners making up 79% of verified neighbors on Nextdoor, you can be sure you’re always reaching the right audience

Show you’re the {{city name/default:local}} expert with a Neighborhood Sponsorship:

Start by targeting the ZIP codes you want to reach.

Post a poll to see what winter prep and home improvement projects neighbors are interested in.

Share a Tips & Advice ad to give your perspective on the projects trending in your area.

Search ZIPs to sponsor

Dual Eligible Local Deal Adhoc

Anecdotally we know sending from a person, specifically a woman, can improve open rates. Making this change will hopefully improve our typical ORs

50/50

From name:

A: Nicolette at Nextdoor <neighborhood-sponsorships@nextdoor.com>

B: Local Business at Nextdoor

<business@nextdoor.com>

Refresh copy of this top performer:

https://business.nextdoor.com/personalization_tokencontact.page_name-hey-there-welcome-in-more-customers5?ecid=&utm_campaign=LocalDeals_AdHoc&utm_source=hs_email&utm_medium=email&_hsenc=p2ANqtz--8Rnmzo4nuMpLFPblD1Q5Ky-tkyFxAYzjQugK2CAq_yUVQaSnRQYQp8-mw1IepsndDto8M

⁠

Claimed Local Businesses

10/26/2021

5 minutes to new business for {{business name/default:you}} / Target the business you want in {{city name/default:your area}}

Meet your business goals this month / Target the business you want in {{city name/default:your area}}… in 5 minutes

Booming business in 5 minutes / The most effective advertising for {{business name/default:you}} is here

Booming business in 5 simple steps

5 minutes to new business

With Local Deals, zero in on exact neighborhoods you want to do business with to build your customer base.

Post a deal today

What makes Local Deals different (and effective!):

Go live in 5 simple steps

The only advertising tool with neighborhood targeting so you get to define “local”

Customizable to meet your business goals: more foot traffic, more online sales, more new customers

2 column content module promoting this blog:

https://business.nextdoor.com/local/resources/video-tutorial-how-to-setup-and-manage-nextdoor-local-deals

⁠

Image: screenshot of first video frame

Copy: Watch the step by step video on getting started with Local Deals

CTA: Watch video

Post today

Real Estate Sponsorship Adhoc

Anecdotally we know sending from a person, specifically a woman, can improve open rates. Making this change will hopefully improve our typical ORs

50/50 - This group needs to be the same between both RE sponsorship sends in the week

End of year prep messaging

From name:

A: Nicolette at Nextdoor <neighborhood-sponsorships@nextdoor.com>

B: Nextdoor

<neighborhood-sponsorships@nextdoor.com>

Stat: 55% of homeowners plan to begin or continue projects this winter.

Source: Source:

State Of Remodeling: Home Improvement Stats You Need To Know For 2021

⁠

[Hatch]

Content direction: Build your reputation as the local home expert neighbors turn to. How to stay top of mind:

Use a sponsored post to highlight the important areas around the home to focus on to get the home “winter ready”.

Post a poll to get engagement going and find out where neighbors are focusing their home improvement efforts.

Neighbors may not be selling their homes but building your reputation/positioning yourself as the home expert will ensure they think of you first when they do.

Real Estate Agents

10/26/2021

Sales slowing? What homeowners need this winter / How to stay in front of locals in {{city name/default:your area}}

Are you the home expert in {{city name/default:your area}}? / Make sure neighbors know with a simple marketing trick

What {{city name/default:local}} homeowners are searching for right now / How to get in front of them this season

Homeowners in {{city name/default:your area}} are looking for… / Make sure you show up in their next search

Infographic: 55% of homeowners plan to begin or continue projects this winter.

Be the home expert neighbors turn to when taking on their next project

Build up your local reputation while neighbors focus on home improvement with a Neighborhood Sponsorship.

Search ZIPs to sponsor

Position yourself as an expert so when neighbors sell or buy, they think of {{business name/default:you}} first

Start by targeting the ZIP codes you want to reach.

Post a poll to see what winter preparation projects neighbors are interested in.

Use a sponsored post to share your POV on getting your home ready for winter.

Start a sponsorship today

Dual Eligible Sponsorship Adhoc

Anecdotally we know sending from a person, specifically a woman, can improve open rates. Making this change will hopefully improve our typical ORs

50/50 - This group needs to be the same between both DE sponsorship sends in the week

From name:

A: Nicolette at Nextdoor <neighborhood-sponsorships@nextdoor.com>

B: Local Business at Nextdoor

<business@nextdoor.com>

Using this top performer as inspo/copy refresh:

https://business.nextdoor.com/personalization_tokencontact.page_name-hey-there-too-busy-for-marketing-4?ecid=&utm_campaign=Sponsorship_AdHoc&utm_source=hs_email&utm_medium=email&_hsenc=p2ANqtz-_tuKYi99SMcVWUtSbKaUq3psOe90E13IElRgCHE9aQ87uzvcqcpOC7La4jTqkTgTqk36Y7

⁠

Content direction: Leaning into ease of use, getting in front of verified neighbors in 5 mins or less

Claimed Local Businesses

10/27/2021

Got 5 minutes? / Get access to the customers you want to reach in no time

{{business name/default:Hey there}}, got 5 minutes? / Access the customers you want to reach in no time

Better customer relationships in 5 minutes / You run your business, we’ll help with the advertising

5 min to better customer relationships / You run your business, we’ll help with the advertising

5 minutes to more exposure

Get better customer relationships in 5 minutes

With Neighborhood Sponsorships you run your business, we’ll help with the advertising. It’s as simple as that.

Search ZIPs to sponsor

Take 5 and unlock truly local advertising:

Reach customers at home: Sponsor entire ZIP codes and know you're connecting with verified neighbors

Get consistent exposure: Show up and be seen in the most visited area of Nextdoor: the newsfeed

Build stronger relationships: Introduce yourself and your business to new and return customers

Sponsor ZIP codes

Waitlist

Claimed Local Businesses

10/28/2021

Dual Eligible Sponsorship Adhoc

Finding the right service provider remains a top challenge among homeowners during a renovation

Source:

Houzz & Home, 2020

⁠

Infographic - (fyi

@Khayla Robinson

⁠

) recreate the following (on page 11 of the pdf linked above), removing the 2018 bars and only showing 2020. Title: Top renovation challenges among homeowners in 2020.

Screen Shot 2021-10-11 at 11.36.12 AM.png

⁠

Content direction: Make the connection with neighbors looking for service professionals in their area with a Neighborhood Sponsorship.

Increase your visibility in the neighborhood w/ a Sponsorship:

Ads always seen in the newsfeed

Improve your local reputation with recommendations, heart count always next to your ads

Tips and advice ad is a direct line to you, to make the home services professional search easier for neighbors

Claimed Local Businesses

10/29/2021

Neighbors need {{business name/default:you}} for their next project / Finding the right service provider is tough. Make it easier

Top renovation challenges for homeowners / Does {{business name/default:your business}} have the fix?

Can you fix this for homeowners? / We think {{business name/default:you}} can

{{business name/default:Your business}} is the solution / See homeowners’ top challenges over the last year

Connect with neighbors looking for {{business name/default:you}}

You can make their home renovations less challenging. Show up in {{city name/default:your area}} with a Neighborhood Sponsorship.

Search ZIPs to sponsor

Increase your visibility and make neighbors’ search for home service pros easier with a Sponsorship

See your ads in the newsfeed. Always.

Get a boost to your local reputation with your recommendations count displayed next to your ads.

Give neighbors a direct line to you with a Tips & Advice ad.

Product shot of tips and advice ad: https://www.figma.com/file/ezPR63ikxoFWSxAWkN4xcK/Handoff?node-id=27%3A171

Real Estate Sponsorship

Anecdotally we know sending from a person, specifically a woman, can improve open rates. Making this change will hopefully improve our typical ORs

50/50 - This group needs to be the same between both RE sponsorship sends in the week

From name:

A: Nicolette at Nextdoor <neighborhood-sponsorships@nextdoor.com>

B: Nextdoor

<neighborhood-sponsorships@nextdoor.com>

Finding the right service provider remains a top challenge among homeowners during a renovation

Source:

Houzz & Home, 2020

⁠

Infographic - (fyi

Khayla Robinson

⁠

) recreate the following (on page 11 of the pdf linked above), removing the 2018 bars and only showing 2020. Title: Top renovation challenges among homeowners in 2020.

⁠

Content direction: As an expert in the housing field recommend your go-to contractors and partners to help connect neighbors looking for trusted service professionals in their area with a Neighborhood Sponsorship.

Increase your visibility in the neighborhood w/ a Sponsorship:

Ads always seen in the newsfeed

Improve your local reputation with recommendations, heart count always next to your ads - you’re the trusted local expert with knowledge on the local home services market

Tips and advice ad is a direct line to you, to make get the conversation started with neighbors in search of pros

Real Estate Agents

10/29/2021

Neighbors need {{business name/default:you}} for their next project / Finding the right providers is tough. Make it easier

Top challenges for homeowners / Does {{business name/default:your business}} have the fix?

Can {{business name/default:you}} answer homeowners’ top Qs? / We think you can

{{business name/default:Your expertise}} is needed / See homeowners’ top challenges over the last year

Your expertise is needed

No one knows the housing field better than {{business name/default:you}}. Show up in {{city name/default:your area}} with tips and advice through a Neighborhood Sponsorship.

Search ZIPs to sponsor

Increase your visibility and give neighbors a hand with a Sponsorship

Recommend your go-to contractors and partners to connect neighbors looking for trusted service pros.

Get a boost to your own local reputation with your recommendations count displayed next to your ads.

Give neighbors a direct line to you with Tips & Advice ads in the newsfeed.

UpSell Dual Eligible Exsiting Sponsors

End of year prep messaging

Claimed Local Businesses

10/30/2021